Month: February 2013

Superbowl Marketing Meets Mobile

February 4, 2013

There is no event on TV other than the New Years Eve countdown that is seen by more people than the Superbowl. With that said, it’s obvious why the commercials during the game are worth millions. This year, clear “call to action” was made through some commercials as marketeers realized most people have tablets or cell phones on them while watching TV.

With millions of people armed with their mobile devices, “Oreo” encouraged viewers to follow them on Instagram and gained over 32,000 followers within 5 hours. This proves that “call-to-action” in advertisements makes a difference. However, “Oreo” didn’t stop there. During the 34 minute blackout at the Superbowl, they quickly jumped on their marketing feet and released another ad, but through Twitter as people were more likely to be on their phones rather than watching a blacked out tv screen or reruns. They tweeted “Power out? No problem.” with an image of a glowing Oreo in a blackout with the brilliant tagline: “You can still dunk in the dark.” This clever ad captured the attention of many as there were over 13,000 retweets.

From telling viewers to “follow” them on Instagram to tweeting ads, it is clear that “Oreo” won the “Brand Bowl” as the best advertiser during the Super Bowl. Through such a brilliant night of advertising, it is clear that “call-to-action” is the way to go when it comes to bringing about an audience’s interest.

Digital vs. Traditional Marketing

February 1, 2013

Similar to other fields, the marketing world has traditionalists and progressive people. The conservative group believe the digital world to be similar to that of the old marketing ways just with different tools to go about it. However, not only have the tools that have changed, but the ideas have as well.

“The Purchase Funnel” has been a staple model for sales and marketing for decades as it adheres to common sense. The model states that if you recognize attention, you can deliver interest and in turn produce sales. Through this, it is assumed that the more people you enter into the funnel, the more sales will come out of the funnel in the end. This method should be disregarded as people multitask more than ever with distractions from other forms of technology. For example, if someone is watching television and are on their computer at the same time they are less likely to pay attention to commercials or other advertisements.

“Path-to-Purchase Model“ adheres statistical data as well as personal interest in the products and services presented to consumers. It’s important to understand what people actually want so that they sustain interest and may also, in turn, advertise your products to their colleagues for you. Through this process, when a consumer researches a category or product online, this date will travel and alert companies of the same field to advertise towards such a person. By retargeting consumers based on their surfing behavior, there is a likely chance that they will respond positively. 

The main difference between the new and old models is that there is a continuing path rather than a linear one. Feedback and constant attention is preserved with changes in the products to better the consumers. Both consumers and producers gain advantages through this method to make everyone happier. New media adapting to old models is a setback and without making changes, it’s inevitable that we will be hindered in our road to progression.